Away We Go: Virtuoso’s Trend Report for Spring 2025 Travel

To find out where and how travellers want to go next, global luxury and experiential travel network Virtuoso gathers and analyzes data and insights from its network of travel advisors, preferred partners and high-net-worth clientele. 

Here are Virtuoso’s compelling trends and hottest destinations, as well as some key insights shaping the industry in 2025.

Reel Roaming: In 2025, the trend of “Reel Roaming”— where travellers flock to destinations featured in their favourite movies or TV shows, continues to gain momentum. A prime example came with the release of season two of The White Lotus in October 2022. Virtuoso data revealed a massive 424% surge in travel bookings to Sicily. The latest season is set in Thailand, and luxury travel to that country has seen a strong start in 2025, with bookings from U.S. travellers up by 41%. The average daily rate (ADR) has also risen by 10%. 

Safaris in the Snow: Polar safaris offer encounters with the region’s most elusive wildlife in their natural habitats (for example, penguins in Antarctica, polar bears in South Georgia, and narwhals in Canada) but equally, if not more, importantly, they also support vital conservation projects. Virtuoso says these trips are a win-win for travellers: bragging rights for gorgeous photography as well as impactful journeys. 

Solo Travel is Cruising: Virtuoso says travellers on their own — particularly women — continue to blaze trails, venturing further than ever and inspiring others to follow suit. Recent Virtuoso data shows that females now make up 71% of solo travellers. Increasingly, they’re embracing traditionally group-oriented experiences, such as cruising. Solo cruising allows individuals to navigate new adventures at their own pace, while also enjoying camaraderie with other passengers. Many exploration lines now cater to solo voyagers with special deals, dedicated hosts and fun social activities, making it easier to connect with fellow passengers. 

Pets with Passports: High-end airlines and hotels are rolling out the red carpet for pets, offering animal-friendly accommodations, exclusive amenities and even first-class travel options. Pet owners are happily splurging to ensure their furry companions travel in comfort. Distance is no barrier — from weekend getaways to international trips, travellers are eager to bring their passported pooches along.

Sustainability in Focus

Virtuoso’s data reveals that sustainability playing a greater role in travel choices, with 26% of Virtuoso advisors saying their clients are committed to reducing their carbon footprint by supporting offsetting initiatives. According to a recent survey of Virtuoso travellers, 59% are willing to spend more on responsible travel if they know how the funds are being used. Virtuoso advisors can help guide clients toward destinations and partners that align with their values and interests, so that having a positive impact and travelling well go hand-in-hand.

Trending Destinations for Summer Travel 

When looking at where Virtuoso travellers are headed this year, as always, the European summer continues to reign supreme. But travellers are looking beyond Europe’s iconic cities. The UK countryside saw a 173% increase in sales last year, and Algarve saw a 110% increase. 

Following the “cool-cations” trend that emerged in recent years, European destinations with more moderate climates, including Scandinavia, Iceland, Denmark, Finland, Iceland, Norway and Sweden, have thus far seen a 263% year-over-year increase for travel already booked for this summer. 

The hottest destination on the rise in Europe, based on year-over-year sales for travel already booked for this June, July and August, is Slovenia (+473%). Other places to watch this summer include Croatia (+356%), Malta (+108%), Turkey (+272%), Austria (+254%), Czech Republic (+309%), Germany (+59%) and Hungary (+143%).